THAT’S MY BRAND!
Ever wonder where your new customers come from? They came from someone else’s brand! That’s right, they lost them and you picked them up! The question is can you hold on to those new customers, or will you lose them like they did? What are the customer loyalty factors...read more
NOT SO FAST!
Are you having trouble with sales? Has your distribution run into a wall? There’s a boatload of rebranding experts telling you, “It’s time to rebrand!” They have a vested interest in your decision to do so. They get paid whether or not their rebranding strategy plans...read more
When all that work that you’ve been doing to build your brand to make it a household word finally begins to pay off, something else happens. Your brand becomes vulnerable! When it was new and relatively unknown, you could make a mistake and it would not be noticed by...read more
“THAT’S THE ONE!”
When you go to any store or online retailer, there are so many choices in every category, it makes you wonder how any one brand ever gets noticed over another. If you’re like us, you recognize the brands that have consistently provided dependable value time and time...read more
IT’S THE PERSONALITY OF YOUR PRODUCT
Why is branding important? We must start by understanding what a brand is, and more specifically, the difference between a product and a brand. A product is simply a commodity, basically goods or services for sale. Products are generic and can be sold in bulk. There...read more
BAD LOGOS ARE NO-GOES!
Most marketing people put a lot of emphasis on logos. To hear them talk, it’s the logo that sells the product. They like to show you logos they’ve designed that have gone on to “build” amazing brands. But they’re not going to show you their client’s brands if the logo...read more
IT LOOKS LIKE A PIZZA OUT THERE!
Creating a logo for a CPG brand requires overcoming some specific and unique challenges of the retail marketplace. It’s not like creating a logo for your business card, company stationery, or email signature. Unlike those uses, in the CPG marketplace there is a ton of...read more
I GET IT!
When you ask your friend who just made a new purchase, “Why did you buy that?” their answer is generally the result of effective marketing communication. They may respond with features and benefits, pricing and value, or reputation and accolades. These are all part of...read more